The Musings Of An Opinionated Sod [Help Me Grow!]


Transformer Tech …

When we moved to the US, we bought a new television.

We hadn’t had a new one for 9 years so when we got a ‘smart TV’, it was a revelation.

Sadly, when we were moving to the UK, we had to get rid of it because it wouldn’t work with the UK power grid.

Anyway, we went out and bought the new version of it – and while it is 65″ of OLED, 4K brilliance – the bit I love the most is that it has a feature that disguises itself as a painting.

I know it’s not the first television to do this, but it’s the first one I’ve had that does – and given it’s amazing picture quality – it’s ability to really give the impression it’s art, not tech is amazing.

It also reminds me of the brilliant work the brilliant Red Associates in NYC did for Samsung years ago.

Years ago, Samsung approached them for help on how to sell more televisions.

Rather than respond with solutions relating to branding or distribution, they came back with a more human focused response.

What they had discovered was that men love to show off their tech.

When they buy it – especially if it is for the home – they want to show it off … make it a focus of their World.

But women are different.

They don’t like things that change the focus and flow of the home.

They love technology but don’t want it to overshadow the people and the interactions that go on between the 4 walls. In essence, they want the technology to enhance the family dynamic, not overshadow it.

And so Red Associates told Samsung that they should be looking at changing the frames the TV’s were held in.

Less black and more shades that suit the colour palette of home decor.

Sure the screen would remain dark, but by changing the frame, it would blend in more with the home than stand out.

And you know what … it worked.

Samsung saw a dramatic increase in brand affinity with women.

Which meant when a family wanted to buy a new TV, Samsung increased their odds of being the one chosen because it understood that purchase decisions were based on more than just the tech, but the way it works when it’s off.

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16 Comments so far
Leave a comment

The question I have is if Jill thinks you bought an expensive TV or an expensive piece of art?

Comment by George

I think Jill has known him long enough to realise that in Rob’s world, expensive always has to come with wifi.

Comment by Pete

For the record, Jill loves the TV so there.

Comment by Rob

Red Associates are a consultancy that actually do interesting things. We have worked with them in the past.

Comment by George

So what you’re saying is you bought another ultra expensive smart television less than. 12 months since you bought an ultra expensive smart television. Just want to be precise.

Comment by Bazza

And 4K is already obsolete. On the positive, you get to buy another ultra expensive smart TV. You’re welcome.

Comment by Bazza

+£1000

Comment by John

Jealousy makes you ugly Baz. Ha.

Comment by Rob

I like you today Baz.

Comment by DH

you can buy 50000000 with your fucking business account. wanker.

Comment by andy@cynic

The TV looks amazing Rob. It also is very big so at least one part of American culture infiltrated you.

Love the Samsung story. You can see how that idea led to the painting/TV approach that’s now hanging in your house. Great post.

Comment by Pete

The best part of America. After bacon and free soda refills.

Comment by Rob

Didn’t you say the departure lounge was the best part of the US? Asshole.

Comment by DH

Waiting for Andy to make the comment about planners appearing to be one thing but actually being something else.

Comment by John

wrong. planners appear to be fucking twats and they are.

Comment by andy@cynic

Yep. Smart.
It’s also the reason why thin LED TVs and the ability to wall mount helped to make buying new TVs far more accessible and interesting to (the average) woman.
New tech, smartly and tidily placed.

Comment by Rob (Other one)




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